Posts tagged "consumer engagement"

Importance of Brand Building to the Future of Emerging Food and Beverage Businesses

October 24th, 2019 Posted by brand marketing, brand strategy, change, CMO, consumer behavior, Consumer insight, Emerging brands, Emotional relevance, Higher Purpose 0 comments on “Importance of Brand Building to the Future of Emerging Food and Beverage Businesses”

Early priority trap – singular devotion to sales

In our interactions with emerging food and beverage brands we take note of a consistent condition between virtually all nascent businesses: a single-minded focus on sales. Certainly it makes sense especially in the earlier stages of development that founders/owners are preoccupied with securing the next account and building the pipeline.

It’s not unusual for us to see lean teams with limited bandwidths deployed in a recurring cycle of production to distribution to account selling activity. Marketing in these cases is often light on strategy – and reduced to a few tactics in the form of social media posts, periodic press releases and an occasional third-party influencer/blogger outreach.

Today we make the case for starting early to invest in brand building. In the end entrepreneurs may believe they are on earth to sell their better mousetrap, and more of it, until an exit strategy is achieved. In fact, what should also be going on here is purposeful development of the one asset that holds the valuation multiples and burnishes the customer relationship, your brand.

Why This is Important Now

People are emotional creatures who (backed by reams of scientific evidence on behavior) do NOT make fact based, rational decisions on the brands they prefer and that matter to them. The story you should be telling must be specifically packaged and presented to begin sewing the emotional fabric and connectivity to your brand and its deeper meaning. Brand purpose is not a nice to have, it’s a must have.

Simply stated: you are not selling a product but rather a feeling people have in the presence of your product. Here we’ll lay out the pathway to greater success and scale based on a more enlightened view of what’s required to make the leap to sound marketing.

Primacy of Product Experience

First, we should acknowledge that in the early stages the magic in generating trial is the very experience people have with your product. This is where the higher quality ingredients, the artisanal recipes, the more authentic production of a better tasting food or beverage gets noticed. Your brand, a virtual unknown, secures traction because it delivers on its promise of a higher quality, better for you, great taste experience.

More than at any other time in the history of food and beverage, the consumer is primed for the innovative, the new, the better-quality version of many iconic categories from chips and crackers to ice cream. Bone broth instead of soup stock. Heart healthy snack bars. Artisan peanut butter. Upscale and functional teas. Heirloom produce. Small batch you name it… the list is long and getting longer of new players summoning the efficacy of healthier ingredients and better preparations on a clean label.

Yet while the product is indeed the marketing at the front door for emerging brands, the attention to strategic brand building shouldn’t be viewed as a ‘we’ll get to it someday’ part of the operating plan. Again, for emphasis here, brand cultivation is an investment in establishing relevance and connecting with consumers who are most likely to try your brand, rather than a result of how many press releases are pushed out the door.

The Rule of Sameness

In virtually every edition of the Food Navigator newsletter you’ll find new products in launch phase. The sheer ubiquity and volume of new ideas making their way to grocery shelves or direct-to-consumer platforms is astounding. Higher quality retail outlets like Whole Foods are shopped by ‘what’s new’ hunter gatherers on the prowl for great ideas, ready to plunk down the higher price for a shot at a better product experience – at least once. I know, I’m one of them.

But the go-to-market recipe employed by more than a few reinforces a condition that exists in far too many product categories – the Rule of Sameness. Emerging brands often observe the conventions in the category they do business in and, intentionally or not, replicate behaviors that are common to the business segment. Some great decisions are made in innovative packaging but for the most part players tend to look similar on shelf. Tactics are similar. Pricing is similar. Color schemes and messaging are similar. When RX Bar decided to put “No Bull___t” on the front of their bar package, that may have done more for advancement of the business than anything else. Not that expletive is a precursor to greatness. It was just unexpected (see disruption below) and an outlier move.

Perhaps the best category on earth to observe this phenomenon of sameness would be pet food, where it runs rampant. So much so that you can interchange messaging between many brands and it would still fit. Protein percentage is now the reference standard of pet food quality.

Disruption is a Requirement

The word disruption sounds a little scary, but the principle applies here. In essence it means to zig when everyone else zags. Uniqueness and differentiation are vital components of a strong strategy and are particularly meaningful when the marketing budget looks eerily similar to your take home pay rather than something approximating the gross national product of Belize.

When every dollar invested needs to work like ten, the requirements of sound strategy comes to the front quickly. The story you tell, how it’s told, to whom, how it’s packaged and presented all matter in attempting to engage an emotional creature. Emotive language?

More often than not emerging brands lean too far into a self-reverential form of messaging that conveys ‘it’s all about me, not you’ when in fact it is all about them (consumers), all the time. How does your brand become a guide, coach and enabler of the lifestyle interests and concerns of your core user?

It is when we bathe ourselves in the customer’s lifestyle needs and aspirations that we can find the path to relevance, connection and also engagement on a modest budget. You have an uncommon product so don’t be common.

Standing out is a prerequisite because things tend to run together at retail, especially at the shelf where snap judgments are made daily. Words matter. Context is important. Emotion is key. Relevance is the bottom line that leads to success.

How do you do that? That’s why Emergent exists.

Absence of a Fully Baked Mission

We have ample evidence that consumers care about sustainable farming, about transparency, about ingredient integrity, contributing to the greater good and offering something consumers can believe in beyond the transaction.

Yet even in the midst of popular culture’s insistence that most new food brands come to the table with an embedded mission, more often than not, we find it isn’t fully baked, and in some cases tacked on like a ‘new and improved’ package violator. Successful brands today come to market with a soul. This may explain why it’s increasingly difficult for legacy brands to pivot because finding a soul is hard to do.

If the approach to building business is purely transactional, then even the messaging around a belief or mission rings hollow because consumers are marvelously adept at seeing and separating assertions from reality.

A higher purpose has to inform everything the company does from sourcing to production and how you got to market. Actions speak louder than words and offering the consumer something to believe in, matched by authentic behavior is the road to trust. Trust by the way sits at the foundation of every successful business now — and is increasingly hard to come by given the barrage of misdeeds, misrepresentations, selfishness and fractures of truth people see almost everyday.

This is why we’ve designed a specific program to help bring greater texture and definition to what higher purpose is and how it should show up in what the brand is about.

Your Brand and Emotional Connectivity

Belief, mission, purpose, essential truths and lifestyle relevance all combine as the alchemy for brand building in an age when the size of your ad budget isn’t linked to the depth of your brand franchise.

That said, it requires attention and intention to put brand building strategies into the mix early. The result is better traction, improved engagement and a quicker ascent with a story that resonates.

Convinced? We would be happy to share more of these insights, just drop me a line.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

Why Trust Now Precedes All Brand Engagement

June 18th, 2019 Posted by brand marketing, Brand preference, brand strategy, consumer behavior, Consumer insight, Emotional relevance, Higher Purpose, Marketing Strategy, Pet food marketing, Transparency 0 comments on “Why Trust Now Precedes All Brand Engagement”

A storied call to embrace trust creation

Consumers continue to vote using their time, attention and spending to favor brands they trust while virtually ignoring the rest. Yet this important insight apparently hasn’t informed the daily barrage of product claim and assertion-style communication that dominates the food and beverage marketing landscape.

What’s needed is a fresh approach and new ideas that disrupt the old model of overt selling in favor of a more enlightened view of reciprocity — which works to form the proper foundation of any successful brand and consumer relationship. What’s changed? The ever-evolving consumer who shapes cultural norms and with it, expectations that impact what they find meaningful, relevant and purchase-worthy among the brands they consider.

Here’s the profound truth about what sits at the core of consumer behavior: Jerald Podair, Editor of The Rutledge History of the 20th Century United States said it succinctly, “we live in the age of disputed facts, disputed truth, personal truth, my truth and your truth.” The collective desire and yearning among people are simple – they want to know and believe they are in receipt of the truth about products and services they love.

This explains the rapid rise of transparency, product creation candor, and validation as a fundamental driver of what people require ahead of purchasing the brands that matter to them. See-for-yourself-marketing. Thus, food marketing best practices must move further away from gloss and artifice, and closer to embracing the plain-spoken credible voices of personal experience intertwined with respected expert guidance.

Survey data shows the extent of this important swing

At the recent Cannes festival celebrating the ad creative world, Edelman once again presented their annual Trust Barometer, a quantitative study focused on consumer attitudes about brands. The evidence reinforces the conclusion that trust is required for anything in marketing to function effectively.

Here’s the hard truth:

  • 73% of people actively work to avoid advertising. This is likely to increase with continued adoption of ad blocker software that makes it easy to do so.
  • 41% of people say about the marketing activity they do encounter that the communication is seldom seen as truthful.
  • 63% trust what outside third-party experts and influencers say more so than what a brand conveys on its own – what’s that tell you?

Lest this all appear to be an assault on brand communication, there’s another statistic in the report that bodes well for brands that put trust creation at the center of strategic planning.

  • 76% of consumers want and will pay attention to advertising from brands they trust. How come? Because they believe in and embrace the story as true.

The path forward: Emergent guidance

It’s important that we note the difference between trusted and not yet trusted. Brand believers want affirmation of their good decision. Believers enjoy and seek out (confirmation bias) a little positive drama and emotion connected with the community they’ve joined.

On the other hand, the unconverted require evidence and credible demonstration of the product creation backstory, disclosure of company beliefs and mission, and proof of visible actions that shine a light on the truth of what’s being conveyed.

Here are three simple steps to improved engagement and greater marketing success:

  1. What is the message?

Shameless brand self-promotion isn’t nearly as effective as aligning the brand with the consumer’s lifestyle interests and needs – and becoming an enabler of them. You have to earn trust first. Before you can sell your pet food for example, pet parents need to see how the brand helps enhance and contribute to the experiences and interests they have in their shared lifestyle and pet’s wellbeing.

  1. Who is the messenger?

For the yet-to-be-converted credibility matters. Social proof is a critical factor to help foster trust. People believe their family, friends and contemporaries first. How is the brand enabling the voices of fans to convey their experiences and to distribute content that tells their stories? Outside credible experts can also be enlisted to amplify the evidence underneath the product creation story about ingredient sourcing, standards of quality, safety and generally walking the walk.

  1. Intentionally following the path to trust

It’s important to note here this is easier said than done. It requires changing the mindset on why the company exists and what, in the larger, human, universal scope – and certainly beyond the balance sheet – is the company trying to contribute to the greater good. It requires everyone to care about the consumer’s welfare and to see the brand as contributing to their health and happiness. However, what you think and believe will inform every action. It’s hard to get away with messaging around this without addressing the company’s true higher purpose and at its foundation what it stands for.

People are very astute these days at recognizing the truthful from anything that isn’t. If your brand heart is in the right place and you’ve optimized strategies to make trust creation a top priority, there’s an opportunity to earn permission for a relationship that can drive sustainable growth.

What kind of conversation are you really having with your prospective consumers? Is trust creation a top priority around the strategic planning table?

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

 

 

 

 

 

How to Build a Trust Engine

April 18th, 2019 Posted by brand marketing, Brand preference, brand strategy, branded content, consumer behavior, Consumer insight, Content Marketing, Higher Purpose, Social media, Transparency 0 comments on “How to Build a Trust Engine”

Investing in Trust Can Deliver Marketing Efficiencies

For the last millennia, the currency of food, beverage and retail brand marketing has been awareness generation. More money has been spent in pursuit of the holy grail of being top-of-mind than any other single objective; for the oft claimed reason that awareness ideally is supposed to drive consideration and purchase. Or said another way, it’s based on the self-reverential belief that if the consumer sees a product message enough times they will buy because, after all, the product is so alluring and necessary.

What if this point of view were wrong-headed and spending dollars devoted solely to awareness creation tactics was akin to spraying water in the desert in the hopes that crops will magically manifest themselves? There may be some benefit to being continuously present for low involvement categories but even there, awareness doesn’t automatically ladder up to brand preference any longer.

Significant cultural shifts have reframed the paradigm on how brands are built that favors mattering and deeper meaning over spraying product claim messages everywhere. The focus should be on narrow-casting to an engaged audience rather than broadcasting in an effort to capture every eyeball. Mission, relevance and lifestyle connection are more important than being ubiquitous in today’s marketing best practices.

  • This brings us to banishing one myth at the start: you don’t need to appeal to everyone to be amazingly successful. In fact, the 80/20 rule prevails in many food and beverage categories — most of the revenue and profit will be derived from a relatively small cohort of committed users.

However, despite evidence that consumers tune out most of the overt marketing noise around them, we find ourselves at Emergent in the midst of frequent conversations about metrics and measurement that mostly calculates assessments of awareness building. Call it a hold-over from the Madison Avenue era, the enthusiasm for tactics in pursuit of that goal remains a dominant conversation in some annual strategic plans and spending priorities.

What if there were a better, more cost efficient and effective way to go to market?

Today, trust is the currency of successful marketing between consumers and product or retail brands. Trust cannot be ordered up from central casting. It must be earned through how the company and brand conducts itself and how its purpose is defined and brought to life.

Here is the simple truth: building trust is more cost efficient than chasing awareness. Yet companies typically outspend efforts to convert and retain customers by a 42 to 1 margin in favor of awareness building tactics. Hard to let go apparently.

What if your best customers ran your marketing?

Well of course the first push-back would be they don’t know what the company knows about the product, brand or retail deep background on features and benefits, and further they aren’t versed in the details and strategies of positioning and marketing messaging.

A moment then to pause and reflect. Feature and benefit type selling isn’t what it used to be. In a marketing environment filled to the brim with claims, assertions and hype, people increasingly find it hard to believe any of it. Additionally, consumers work overtime to avoid overt, interruption style marketing tactics. What they do understand is their own hopes, wants, dreams and aspirations.

When marketing works to align with what’s relevant to your best users, the effort takes on a whole new meaning. The goal of your strategic plan is to earn trust and that won’t happen when talking ‘at them’.

What does a trust creation engine look like?

Here are the fundamental tenets of customer-first marketing:

  1. You have to understand and care about their interests first, before yours. This requires some investment in insight research designed to better analyze what they care about. Assumptions in this area are often off the mark.
  2. Map ways your brand can make a real difference in their lives. Be intentional here.
  3. Effectiveness is achieved when your plans and messaging align the brand and business as an enabler of their hopes, needs and answers to their concerns.
  4. Be transparent and honest in your actions, business practices and communications. No more ivory tower thinking, which is now made of glass anyway.
  5. Extend transparency to openness about product creation, standards, supply chain and other aspects of how the business operates that your best customers will want to know more about.
  6. Create outreach programs around content that is relevant and meaningful to them. By definition this requires being less self-absorbed in what is conveyed. This will require a disciplined effort to refrain from the all-too-common trope of shameless self-promotion.
  7. Look to create and optimize the experiences and interactions consumers have with your brand to ensure they’re walking away with something of value (not money) to them beyond the transaction.
  8. To inform this effort, it is vital for the company and brand to build and understand its unique higher purpose and mission that transcends commerce — and creates a runway for communication around issues of meaning and importance to people and their values.
  9. Make doubly sure the company’s actions, policies and behaviors align with the mission. When ‘mission’ appears to be bolted on as a marketing maneuver and not an expression of true belief, it will fall flat.
  10. Want to have a more meaningful relationship with your best customers? Then imbue your brand with greater, deeper meaning.

No amount of marketing magic can save a soulless business or an unremarkable product. The goal of the business is to strive daily to be special, unique, memorable, useful and valuable. The foundation on which your customer relationship is built has to be about more than the product alone. That said the product is in many ways your true north so investing in quality at every point in the customer experience is now table stakes.

Without trust there is no possibility of a real relationship and the business will eventually become a commodity bought on price. Anchoring the marketing plan to trust creation is the path now to sustainable growth. It just also happens to be a less costly journey than chasing awareness for the very reason that focusing on the consumer’s needs and journey doesn’t require massive amounts of media to become sticky.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

 

 

 

 

Healthy Living Insight and the Future of Food and Beverage

October 1st, 2018 Posted by Agency Services, Brand preference, branded content, CMO, consumer behavior, Consumer insight, Emergent Column, Healthy lifestyle, Healthy Living 0 comments on “Healthy Living Insight and the Future of Food and Beverage”

Are you aligned on the pathway to true relevance?

What is the most powerful and pervasive condition impacting consumer product category growth across the lifestyle continuum? Effectively answering the consumer’s desire for a healthier lifestyle. This is the driving force that sits underneath Emergent’s agency value proposition and the work we do for our clients.

At the foundation of this transformational shift is an over-arching interest in a higher-quality life. Consumers believe their decisions and actions in this arena will impact personal happiness, safety and wellness.

Healthy living knocks at the front door of relevance to consumer wants and desires. It is a mindful choice made by increasingly mindful consumers across all age cohorts. Nowhere can this be seen in greater relief than food and beverage choices which have morphed in recent years from taste, price and convenience purchase drivers to a more enlightened set of criteria that pays homage to the healthy lifestyle priority.

Transparency, supply chain visibility, clean labels, ingredient quality, fresh and real food preferences are all evidence of momentum behind the consumer’s growing self-awareness. They are in charge of their lives, in control of brand relationships and thus able to exercise choice to reward those brands that are aligned with their personal interests, beliefs and needs.

  • Simply stated, consumers believe that the quality of what they consume impacts the quality of their lives. What people choose to eat manifests in their daily lives as a contribution to health, wellness, career performance, happiness, satisfaction and the ability to achieve life goals.

This is no longer a tertiary issue or a sub-segment of the larger consumer population. It is a swollen river of preference that is washing away the less relevant while rewarding the brands that mirror consumer lifestyle requirements.

How did we get here?

We can trace the origins of this shift back to the early 1990’s when the organic foods market was still emerging, and consumers started to pay attention to a new voice on how food is produced and what the differences are between factory made and farm fresh options. This became transformational when the rBST debate took hold and the organic milk business started to skyrocket as serving organic milk to children became a marker of good parenting skills.

Concurrently, the explosion of digital communication created a shift in the balance of power where anything that can be known will be known, and with it a cultural change. Now consumers want to be informed on where food comes from, how products are produced, thus enhancing the value proposition for higher quality real and fresh foods vs. packaged and highly processed legacy brand mainstays.

You are what you eat

The relationship between what people put in their bodies and how it affects health and wellness goals changed from addition by subtraction – the scientific removal of fat, sugar, sodium and the like, to a different picture of addition by addition.

People now perceive the quality of the food they eat or drink is related to the quality of their lives. This cultural swing resulted in a sea change at food retail, with center store packaged food businesses facing headwinds in share losses and volume declines. Meanwhile, the perimeter departments selling fresh and reimagined, more transparent and relevant versions of packaged stalwarts have skyrocketed.

  • Equity investment in the food space has plunged into the abyss in efforts to help scale the myriad of new, nascent food brands coming to market with quality elevations in virtually every category with a growth pulse.

Meanwhile, home cooking is experiencing a renaissance as consumers shop fresh ingredients and menus that require preparation; looking to feed their appetite for new flavor adventures. Convenience in this new world order translates to enhanced Deli menus and fresh solutions at supermarkets, and the emergence of meal kits to help curate the dinner need with prepped high-quality ingredients and tantalizing recipes.

Relevance and the future of food and beverage marketing

What does it all mean? This is what keeps the C-suite leadership teams in CPG food and beverage companies and food retailers up at night. What was once a brand controlled state in the marketplace, where heavy media spending could spell the difference in achieving quarterly results, has fallen away as consumers own and operate the levers of commerce.

Consumer control requires deft and agile moves by brands to align themselves with their desires, interests and lifestyle goals. The more powerful path in marketing is no longer lined with assertions of product features and benefits. Now the momentum belongs to brands that truly try to help and enable what their users dream to accomplish.

Marketing today is a reciprocity construct where brands earn permission for a relationship by thinking past their own product and trying to make a clear difference in their customers’ lives – be that by activating their creative aspirations in the kitchen, the social experiences around the table, or serving as a functional contributor on their path to healthy living.

Emergent as arbiter of insight and translation to strategy, better communication

This, ladies and gentlemen, is what we do at Emergent. We’ve been ahead of the trend even before healthy lifestyle became a ‘thing’ and remain a voice in the industry on this evolving landscape upheaval.

Our value proposition is bound to the insights we own on consumer interests, needs and the new marketing toolkit required to successfully leverage that understanding for business growth.

By virtue of that, Emergent is purposefully a hybrid of strategic guidance tied to creative communications, smothered in a secret sauce of consumer insight that helps inform our thinking, messaging and go-to-market ideas.

Whether you are a food retailer trying to evolve as conditions around you in e-commerce and consumer preference change, or a food and beverage brand, large or small, trying to optimize and scale the business you’re creating; we can help optimize your core proposition and add value to your efforts to gain the ear of elusive and hard-to-reach consumers.

How can we be helpful to you?

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies. Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

 

 

 

 

 

 

 

Mining the Marketing Gap: Promises and Expectations Lost

June 11th, 2018 Posted by brand marketing, brand strategy, CMO, consumer behavior, Consumer insight, food experiences, Restaurant trends, shopper experience, Social media 0 comments on “Mining the Marketing Gap: Promises and Expectations Lost”

Actions and experience overtake words…

You see the ad on TV for the casual restaurant chain; beautiful food, luscious, mouth-watering dishes redolent in bright colorful hues with freshly-made steam stunts and sizzle sound effects designed to get that mouth watering. You might eat the screen.

We’re confident the chain brand minders see these displays of gastronomic splendor as adoring portraits of what they want consumers to believe. You can almost taste the flowing, cascading drawn butter. But then…there’s the actual experience. You can also see the disappointment train hurtling towards the taste buds at break-neck speed, when in reality the product itself can’t reasonably fulfill the promise envisioned in the marketing.

Over-cooked proteins running along side the previously freezer-burn state of ingredients comes through in chewy textures and dryness that slams head-on into the saucy, just-ripe, fresh product pictorial. Imagery can be artfully arranged on beautiful plates displayed in the advertising. If everyone could just eat the ad, please!

What’s the price of breaking a promise and expectation?

What is presented as hand crafted comes through as factory made, and in that bright shining moment the aura of disenchantment comes home to roost. Yes you can cynically declare, “sure but what did they expect, it’s a chain restaurant after all, not some high-end white tablecloth place.” Even in the silver service trade the same experiences of historic letdown can be had when chefy epicurean food doesn’t ring true and questions arise about who is really behind the kitchen stove.

Just beyond the restaurant service levels, dining room experience, wait times, order accuracy, cleanliness, friendliness and all-around happiness-inducing procedures, lurks the opportunity to either delight or dissatisfy.

Across the continuum of retail experiences from supermarkets to clothing retailers to department stores, boutiques and beyond, everyday there are moments available to wow and surprise or participate in an epic fail. In today’s digital culture, the reality, broad-daylight moments can be relayed to communities of friends or fans in mere seconds -replete with accompanying photography or video to verify the facts.

True experience is key. The validation of assertions in marketing is so incredibly important, we, at Emergent, have built an entire marketing model around trust creation. We call it Validation Marketing. The price of failure to build trust is just too great. Reputation is everything and reality is the truth serum administered daily by measuring the gap between promise, purpose and actual proof.

The decline of marketing effectiveness has often been laid off to the “interruptive” tactics of forcing people to gulp down sales messages. Now that consumers have control over media, the force-feeding is about gone. Persuasion sits on the garbage pile of old-line mass media ploys – a communications dog that just won’t hunt anymore as consumers click to avoid the onslaught.

However we have another aligned explanation: the wink-wink of imagined expectation vs. authenticity served early and often, has constructed a concrete chasm between brands and their users. You cannot underestimate the fallout, the insidious rust and corrosion that’s heaped on brand/consumer relationships when ‘actual results may vary’ stings the hardest. It happens all too often when what someone thought would occur inside the store or product package gives way to the “the little white lie” that was shaped with cinematic story in the marketing.

Transparency reigns supreme

There have been too many trips to disappointment junction. What we now have is a belief breach in the brand relationship. If the product or store experience doesn’t match the marketing is it wrong to go there in the first place? It might be.

Every brand, every business today lives in a glass house. What can be known will be known digitally, quickly and by ever-larger audiences. So the distance between anticipated outcome and actual experiences must be closed. The trophy in the battle for future growth will go to those marketers who understand the significance of this behavior principle. Sweating the details of how everything works to deliver on expectations is required. What you say, especially do and provide must all match up.

How does an organization assure that the truth is told rather than fiction? If the truth about the product is sub-optimal, fix the product – ditto store experience. By the way, the product and experience IS the marketing.

When transparency is embraced as a marketing principle, the move to ‘reveal all’ changes the paradigm of how plans, programs and communications are built. If you are amply proud of your product and store experience because the real encounter and formula is indeed terrific, then pulling the communications curtain open a bit wider becomes more comfortable, do-able.

  • Trust sits at the core of everything in marketing and in business. Having respect for the consumer’s welfare and intelligence should share equal stature in how strategies are created. Employing trusted sources and voices as part of the marketing mix are vital to helping validate what is promised.

This is the price of admission, now, to a brand relationship. It’s a 360-degree approach to marketing and planning that recognizes how all aspects of what a brand or store or restaurant does and how it performs must be factored into the trust equation.

What delivery on the promise looks like:

  • SweetGreen’s promise of devotion to fresh, real produce ingredients is true and lives in the product experience.
  • Starbuck’s assertion as a third-place of social experience is for the most part, a true thing (some recent behavioral missteps a note-able exception).
  • Apple’s promise of intuitive product experience is for the most part, true.
  • Amazon’s delivery of a friction-less e-commerce shopping environment bears truth daily.

For every true there’s many more that routinely blow the tire between what’s promoted and what happens. The organization’s total commitment to optimal quality and experience is required BEFORE communications are designed.

Communications inspired by transparent outreach and allowing consumers inside the tent, will win out over the portraiture that looks great on the surface, but is hiding something else underneath. The really great athletes in virtually every category of competitive sport achieve their fame and fortunes daily by working, sweating, training, trying and performing. They are driven to do so.

Marketing should fully embrace those same operating principles, energy and work ethic. No disguise needed.

Looking for more food for thought? Subscribe to our blog.

Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

 

 

 

 

 

 

Nation’s Restaurant Chains Stumble Onto Goldmine

May 15th, 2018 Posted by brand marketing, Culinary inspiration, Digital ordering, Food service, Healthier habits, Healthy lifestyle, Healthy Living, Navigation, Restaurant trends, Retail brand building 0 comments on “Nation’s Restaurant Chains Stumble Onto Goldmine”

Can regulation make it rain?

On Monday, May 7 Federal regulations went into effect requiring any foodservice retail business with 20 or more locations to begin posting nutritional details for food and beverage items on their menus. For most foodservice operators this means a revamp of menu descriptions and the addition of nutrition data sections at their web site and point of order. Typically this features spreadsheet-type lists spraying a blurry, eye chart-worthy inventory of calorie, fat, sugar, cholesterol and sodium stats.

But hidden within the clarion call for more what-you’re-eating disclosure is a potential restaurant business goldmine. At stake is an important regulatory-inspired opportunity for change. Important given foodservice businesses already face increased dining dollar competition from the significant resurgence of home cooked meal popularity. Yes, a home kitchen renaissance is underway, spurred by pervasive consumer interest in healthier foods and a desire to exercise more control over meal preparations, portions, costs and ingredients choices.

  • Studies show consumers believe dining out means agreement to compromise on their healthy eating interests while they navigate a trip down the boulevard of indulgence. A recent report by food industry trends watcher The Hartman Group, revealed consumers increasingly blame restaurants for a stunningly short list of healthier choices and absence of transparency around food – thus why they feel obligated to stow their healthy lifestyle interests at the vestibule of their favorite restaurant.

According to Hartman’s work, when the majority of consumers who already claim eating out is less healthy answer why this is true for them, the top scoring reason ̶ at 41 percent of those surveyed ̶ was a focus on ‘other things’ rather than health and wellness. But maybe it doesn’t have to be this way.

If prevailing food culture shifts point to home-cooked meals as the best and healthiest option for the vast majority of consumers, where does that leave restaurants on the better-for-you lifestyle bandwagon?

Could regulation make it rain?

The regulatory requirements may have issued a super-sized opportunity to reframe the restaurant menu story around a greater variety of healthier menu options. Then advanced with new technology that allows patrons to configure their own more informed, personalized menu choices ahead of arrival or on site with mobile friendly apps.

Reformulation through culinary innovation

But first, is the product itself. Restaurant meals can be made healthier without sacrificing taste by applying some of the more enlightened thinking now fueling the growth of new, emerging packaged food brands that are mounting a supermarket shelf takedown. Novel ingredients, cooking techniques, new forms of sweetening using natural sugars or sauces made with vegetable broths; meat alternatives formulated from nuts or pea protein – a cornucopia of new innovation is circling the food industry with an offer of improved nutritionals while delivering the indulgent flavors and textures of chef-inspired food.

There’s simply no longer any reason why menu items can’t be made healthier while retaining taste. It may add cost per serving but then we’ve also have seen repeatedly seen that consumers are willing to pay more for healthier fare if it can be verified as such – assuming taste is not sacrificed on the alter of improved nutrition numbers.

California Pizza Kitchen (CPK) and MyMenu Tech

San Diego-based digital foodservice player HealthyDiningFinder.com, originally stepped into the restaurant marketplace to curate a search-able database of restaurants offering healthy menu items. More recently, they’ve rolled out their new MyMenu platform at CPK and Mexican cuisine specialist Rubio’s Coastal Grill, an algorithm driven business that offers restaurants a plug-and-play solution to their regulatory obligations, but served in a more user-friendly experience. It also brings a compelling add-on benefit: personal menu customization.

California Pizza Kitchen’s MyMenu pages open the door to new reasons to visit: With a few short clicks using a sliding bar selection tool on desired nutritional limits, the platform automatically sorts menu choices according to these preferences while calling up attractive photos and detailed descriptions of each dish or beverage. It reveals what’s in them and what they impart in terms of nutrition impact (calories, fat, sugar, etc.).

The Rubio’s MyMenu page also offers a pre-set list of menu alternatives created by Healthy Dining’s dietitian experts around lifestyle preferences such as Energy, Fit Lifestyle and Weight Control. Each choice rolls up special menus based on these specific interests.

The tool’s flexibility creates the option to customize a dish with ingredient swap-outs or to build a full meal while each dish and drink selection repopulates the overall impact on nutrition outcomes, so you know immediately how many calories and fat grams are involved.

  • In a soon-to-arrive platform enhancement, Healthy Dining says guests will be able to save selections for future use, and there will be options for purchase on-site, for pick-up or delivery. Then patrons will be able to build and retain their own personal menu for a variety of their favorite eateries using the tool  ̶  all based on individual dietary preferences and healthy dining interests.

Of course, the key here is to actually have healthier choices available, and in doing so, solve the dilemma of perceived nutritional sacrifice that restaurant eating might entail. The goldmine is simple: remove the friction from healthier choice at out-of-home eating by offering more healthy choices.

Then look to software platforms like MyMenu to allow patrons to examine, sort and retain their healthy meal preferences ̶ and with it creating an opportunity to forge foodservice brand preference.

For those restaurants that get this right, it could be an equally compelling do-it-for-me dining offer that rivals the siren song of home cooked healthier meals.

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Bob Wheatley is the CEO of Chicago-based Emergent, the healthy living agency. Emergent provides integrated brand strategy, communications and insight solutions to national food, beverage, home and lifestyle companies.  Emergent’s unique and proprietary transformation and growth focus helps organizations navigate, engage and leverage consumers’ desire for higher quality, healthier product or service experiences that mirror their desire for higher quality lifestyles. For more information, contact Bob@Emergent-Comm.com and follow on Twitter @BobWheatley.

 

 

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